"It's not a terribly expensive program upfront," said Jim Julow, VP-general manager of Dodge, declining to be more specific. Costs could rise, depending on co-marketing decisions for the Dodge and Universal brands, which he said had matching targets.
Dodge is using the marriage as the cornerstone of its spring ad campaign. The first ads will appear in print in March issues of such titles as People, Sports Illustrated and Time. BBDO Worldwide, Southfield, Mich., is the agency.
This week, some 3 million Dodge Caravan minivan owners will start getting a mailing that invites them to the brand's first owner gathering. The four-day gathering will begin June 17, at Universal Studios in Orlando.
Ross Roy Communications, Bloomfield Hills, Mich., handles Dodge's direct